Abstract
In the last few decades, the wine industry has become extremely competitive, offering a diversified range of products to a global market. The increasing global competition has led wine producers around the world to seek new strategies to stand out in the market. Among these strategies, the role of sustainability practices in the processes of winemaking has been enhanced by the growing market and now plays a central role. Sustainably produced wine is an added attraction to wine tourism, which is also a marketing strategy used by some tourist destinations to promote the image of wine-producing regions, attract visitors, and facilitate the marketing of wine and other products made from grapes. Besides increasing competitiveness, producers also aim to meet the demands of a new consumer profile. This research investigated the main sustainability practices used by a selection of Brazilian wineries in the Vale dos Vinhedos region, in the state of Rio Grande do Sul, Brazil—analyzing their contribution to increasing wine tourism and making it more competitive by implementing sustainable practices. The research employed a qualitative and descriptive approach based on qualitative modeling. The results point to skepticism about the implementation of sustainable processes and managers of the surveyed wineries did not perceive the implementation of sustainability practices as a competitive factor affecting the growth of wine tourism.
Introduction
The dynamic growth in wine tourism in the last decades has significantly contributed to the strengthening of brands (Castro & Giraldi, 2018) as well as to the increased competition among wineries as a tourist destination (Thanh & Kirova, 2018). Researchers have studied the economic importance of wine-based tourism, especially as it contributes to the development of the surrounding locales that had not previously been considered tourist destinations. This growth enhances the image of the wine-producing regions and illustrates the importance of wine to the overall economy (Tommasetti & Festa, 2014).
In the broadest sense, wine tourism is the set of activities developed in wineries, vineyards, and wine festivals in which wine tastings and related activities feature wine and grapes as the main attraction (Hojman & Hunter-Jones, 2012). Figueroa and Rotarou (2018) state that wine tourism combines wine consumption, fine-dining services, guided tours, cultural activities, related products, and services based on the wine industry.
The past two decades have seen monumental growth in wine tourism worldwide, making it a significant segment of the tourist industry. In some rural areas, viticulture has become the main contributor to the economy, and increasingly, these areas are seen as potential tourist attractions that can spur economic development and are thus promoted as such (Figueroa & Rotarou, 2018; Marzo-Navarro & Pedraja-Iglesias, 2012). In Brazil, wine tourism has increased all over the country, particularly in the South Region.
The adoption of sustainable practices in wine tourism activities is an increasing trend that offers a way to differentiate both the wineries and regions (Alonso & Liu, 2012; Hojman & Hunter-Jones, 2012; Kirkman, 2010). The International Organization of Wine and Vine (OIV) defines sustainable viticulture as the processes used for the production and processing of grapes that ensure the conservation of territories, the conservation of landscapes, the reduction of environmental risks, the maintenance of natural resources, the preservation of historical and cultural heritage sites, and the quality of products offered to consumers (Cichelli et al., 2016).
Wine tourism linked to sustainable processes can benefit the local community through the maintenance of cultural heritage sites and conservation of natural resources. Studies from Montella (2017) and Barbosa et al. (2018) point to a change in the profile of wine consumers, showing a relatively new and strong interest in purchasing products and services linked to green themes. Such interest boosts the concept of sustainable wine tourism.
In Brazil, wine tourism has been developing as the quality of Brazilian wine has become more widely recognized in domestic and global markets. The concept of sustainable wine tourism is based on the three pillars of sustainability—environmental, economic, and social (Montella, 2017). Focusing on the development of wine-producing tourist destinations, Thanh and Kirova (2018) argue that the main drivers of wine tourism are destination features, brands, and tourism services that appeal to consumers.
Cucculelli and Goffi (2016) point to several studies that investigate how sustainability can foster the competitiveness of tourist destinations as well as wine tourism. However, a review of the literature found few studies focusing on sustainable practices in wine tourism in Brazilian regions. This article adds to that body of literature by describing investigations related to the main sustainability practices implemented by Brazilian wineries and how they contribute to increasing the competitiveness of wine tourism in wine-producing regions in southern Brazil.
Material and Methods
The goal of the literature review was to identify gaps in the literature—analyzing studies on the impact on wine tourism for wineries that use sustainable processes in their production. The search terms, all of them in English, were “wine tourism,” “sustainability,” and “wine industry.” The databases searched included Capes, Science Direct, and Emerald. The search limited the studies to the period from 2016 to 2019. Initially, 446 studies were found using these criteria. After reviewing the titles, 113 papers were selected and their abstracts read. Of these, 22 were read in full.
Data was collected in 10 wineries located in Vale dos Vinhedos, the Brazilian region known as Serra Gaúcha, in the state of Rio Grande do Sul. The wineries were selected from the website APROVALE: Vale dos Vinhedos Fine Wine Producers Association. Each of the wineries was contacted by e-mail to request interviews with their owners or managers. Semi-structured interviews were held between December 2018 and March 2019. Research protocol guided the interviews so that each interviewee was asked the same nine open-ended questions related to the construct of sustainability in viticulture and wine tourism. In total, 10 interviews were carried out (one respondent per company). The responses were supplemented with information obtained from the websites of the wineries participating in the research. Table 1 shows the interview questions and how they fit into the research framework.
Interview Questions
Results
Sustainability in Viticulture
In recent decades, the adoption of sustainable practices in the production and commercialization of wine has become a trend among wine producers in many different countries. Winery practitioners in this study reported that the main sustainability practices they utilized are: organic culture, soil management, water reuse, alternative energy sources, solid waste treatment, generation of jobs and income, use of ecological materials in the winery's physical structure, use of thermal pest control to neutralize pests in the vines and soil, housing for company employees, cooperatives, reduction of the use of chemical products in the grape production, recycling, organizing events with the local community, and reusing solid organic waste and treating effluents. Owners and managers in the viticulture industry indicated that these practices can provide a way to differentiate their wineries from others, giving them an edge over their competitors while also establishing a positive image of their brand.
Wine Tourism
All wineries that participated in this study had developed activities aimed at increasing wine tourism as part of their marketing plan. These activities are thought to strengthen the brand, establishing links between the company and the costumers. The growth in demand for wine tourism activities in Brazil has encouraged businesses in the segment to diversify the mix of products and services they offer. The research identified that winery visitors are not just looking to enjoy or taste good wine. Winery visitors also seek the opportunity to experience the countryside and learn a little more about the traditions and habits of the local community.
Among the interests of winery visitors cited in the interviews, the following were identified: interest in the history of immigration to the area, including a large Italian segment, and the history of the city of Bento Gonçalves; gaining knowledge of how the winery produces the wine; interest in the business models; participating in wine tastings; the production of sparkling wines; agro-ecological methods used in viticulture; and tasting and buying organic products.
Discussion
Sustainability in Viticulture
According to the interviewees, their selection of sustainability practices is based on alignment with the company's commitment and responsibility toward their customers and the local community, and the company's philosophy. In addition, interviewees indicated that they believe that sustainability practices make them more competitive while also meeting market demands. For some companies, implementing sustainable processes into their operations is founded on their business philosophy. Specifically, practices that reflect the business philosophy of most of the surveyed companies include: operating in the market so as to cause the minimum possible impacts to the environment; and generating jobs and income in the locality, thus contributing to the economic and regional development of these municipalities. These concerns have also been identified in research carried out by Borsellino et al. (2016) and Abraham et al. (2014), who pointed out some strategies for the implementation of sustainable processes in viticulture with a focus on sustainable vineyards.
The companies researched show an imminent concern in meeting the social and economic dimensions of sustainability, at the same time that they focus on the well-being of their employees and the local community. In this way, the studies that point to a significant inclination of the wine-producing companies worldwide to confirm economically viable and socially fair practices are confirmed (Sellitto et al., 2018, 2020; Sogari et al., 2016).
Another point that should be highlighted is the lack of public policies, as well as programs or other support from the government that encourages the adoption of sustainable processes in Brazil. The implementation of these processes, in general, requires a high level of investments by the companies. With more incentives and benefits, maybe the adhesion and the mentality on the part of the local entrepreneurs would present a different panorama.
Wine Tourism
Getz and Brown (2006) defined wine tourism as a form of consumer behavior, a strategy through which destinations develop tourist attractions using advertising related to wine, and as a commercial opportunity for wineries to educate and sell their products directly to the consumer. Benur and Bramwell (2015) concurred, describing wineries as tourist destinations driven by the primary products offered. In general, the attractions of a tourist destination also include physical, natural, social, and cultural factors. However, the research indicated that wine producers' interests in promoting wine tourism are not necessarily in alignment with tourist activities. The goal of tourism is to attract visitors, which often leads to taking steps to strengthen the competitiveness of the destination. The wine producers, on the other hand, are mainly focused on the sale and distribution of their products.
Interviews with winery leadership led to the conclusion that their sustainability practices have not given them a competitive advantage; however, they recognize the importance of implementing these practices for the responsible development of the sector. The benefits of increased wine tourism are also cited by Thanh and Kirova (2018), who classify wine tourism as an economic phenomenon that has a direct influence on the development of wine-growing regions. These responses, corroborated by Byrd et al. (2017), indicate that wine tourism has great potential for future growth since the market overlaps with the production chain of tourism services.
Conclusion
In recent decades, the development of the wine industry in Brazil has boosted economic development in wine-growing regions, employing thousands of people thus contributing to income generation.
The managers of the wineries interviewed for this study indicated that the implementation of sustainability practices is not a competitive factor for wine tourism. However, they recognized the importance of these sustainable practices for the responsible development of the sector. The results presented in this work may contribute to the decision-making process of companies considering the adoption of sustainability practices to promote wine tourism, as well as wine and other grape products. Research was limited due to difficulties in getting wineries to participate in the interview process. Many claimed lack of interest and lack of time of managers and leadership.
Future research might include comparative studies to assess the implementation of sustainability practices of wineries in other regions of Brazil.
The implementation of sustainability practices in wineries has become more common; however, these processes need to be improved and expanded so that they can serve as a way to build competitive advantage for companies that implement them. Together with the tourist activities developed by the wine industry, wine tourism presents itself as a sub-segment of tourism that makes economic and social contributions that continue to benefit the specific destination as well as the local community.
Footnotes
Funding Information
The authors report no funding related to this research was received.
Author Disclosure Statement
No competing financial interests exist.